發(fā)布時(shí)間：2018-05-17 03:09

  本文選題：體驗(yàn) + 體驗(yàn)經(jīng)濟(jì)　； 參考：《青島大學(xué)》2009年碩士論文

【摘要】： “體驗(yàn)”作為一種心理和情感的樣態(tài),是人類的基本生存方式之一,在人類歷史發(fā)展的過程中有著十分重要的意義。自20世紀(jì)以后,經(jīng)濟(jì)增長愈來愈受到需求因素的制約�！绑w驗(yàn)”在現(xiàn)代經(jīng)濟(jì)中逐漸凸顯出來,為經(jīng)濟(jì)發(fā)展提供了新的動(dòng)力和支撐點(diǎn)。伴隨著體驗(yàn)經(jīng)濟(jì)的到來,開辟了品牌產(chǎn)品的黃金時(shí)代。品牌是最重要也是最基本的體驗(yàn)提供者。體驗(yàn)營銷將品牌名稱、標(biāo)識(shí)、口號(hào)、活動(dòng)與消費(fèi)者聯(lián)系,建立感官、情感、創(chuàng)新性的聯(lián)系和生活方式與品牌之間的關(guān)聯(lián),使品牌成為誘發(fā)感知、情感和聯(lián)想的豐富資源,實(shí)現(xiàn)難忘的積極的品牌體驗(yàn)。作為第一大消費(fèi)品的服裝行業(yè),“品牌”概念更是早已深入人心,企業(yè)依靠成功的品牌設(shè)計(jì)策略,創(chuàng)造了經(jīng)久不衰的世界知名品牌。 基于體驗(yàn)營銷的服裝品牌策略,是以消費(fèi)者的個(gè)性體驗(yàn)為基礎(chǔ),從感官、情感、思考、行為和關(guān)聯(lián)5個(gè)方面,人性化的把品牌與消費(fèi)者的心理、感情、社會(huì)生活緊密聯(lián)系,滿足當(dāng)代消費(fèi)者身體需求、實(shí)現(xiàn)其自我價(jià)值和社會(huì)語言的表達(dá),促進(jìn)品牌忠誠度,增加品牌親和力。全方位詮釋品牌文化,深化品牌內(nèi)涵,凸顯與眾不同的品牌形象,建立強(qiáng)勢(shì)品牌。
[Abstract]:As a kind of psychological and emotional state, "experience" is one of the basic ways of human existence, which is of great significance in the course of the development of human history. Since the 20th century, economic growth has been increasingly constrained by demand factors. "experience" gradually highlights in the modern economy, and provides a new impetus and support point for economic development. With the coming of experience economy, the golden age of brand products has been opened up. Brand is the most important and basic experience provider. Experience marketing links brand names, logos, slogans, activities and consumers, establishes sensory, emotional, innovative connections and links between lifestyle and brands, making the brand a rich source of perception, emotion and association. Achieve an unforgettable positive brand experience. As the largest consumer clothing industry, the concept of "brand" has been deeply rooted in the people's heart, the enterprise relies on the successful brand design strategy, has created the enduring world famous brand. The clothing brand strategy based on experience marketing is based on the individual experience of consumers, from the sensory, emotional, thinking, behavior and relevance of five aspects, humanized brand and consumer psychology, feelings, social life closely linked, To meet the needs of contemporary consumers, to realize their self-worth and social language expression, to promote brand loyalty, and to increase brand affinity. Interpret brand culture in all directions, deepen brand connotation, highlight distinctive brand image and establish strong brand.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F274;F426.86

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 韓冬;;從消費(fèi)者心理剖析體驗(yàn)式店面設(shè)計(jì)策略——以東京銀座珠寶品牌店終端設(shè)計(jì)為例[J];中國廣告;2012年05期

相關(guān)碩士學(xué)位論文 前3條

1 郭貝;品牌內(nèi)衣設(shè)計(jì)風(fēng)格化方法及視覺認(rèn)知研究[D];東華大學(xué);2012年

2 張?jiān)奇?情感營銷在時(shí)尚休閑服品牌營銷中的運(yùn)用研究[D];湖南師范大學(xué);2012年

3 武婷;服裝品牌延伸之設(shè)計(jì)策略研究[D];北京服裝學(xué)院;2012年

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本文編號(hào)：1899624